Netizens react to Dabur's new Karwa Chauth commercial, which features pride couple

written by Ritika Nath | October 24, 2021

The festive season has started arriving, and brands have begun to festive based commercials to promote their products. Dabur's recent advertisement has caught the attention of social media users.

Image Source: Instagram

A recent advertisement by Dabur promoting its face bleaching product didn't go down well with many on social media. To make it more inclusive, the company rolled out an advertisement with a pride couple celebrating ‘Karva Chauth’.

The advertisement depicts two women getting ready for their first Karwa Chauth while applying Fem bleach and discussing the significance of the festival and the reason for it.

Image Source: Instagram

At the end, the ad shows both women facing each other with a traditional sieve and a decorated thali filled with water in front of them, indicating that they are each other's partners. The commercial's goal is to promote inclusivity, but it has ended up dividing the internet.

Soon after the advertisement was aired netizens were divided on the issue, with some applauding the advertisement for being forward-thinking and inclusive, while others criticised it for being inauthentic.

While many people praised the advertisement for being progressive, others criticised it for promoting a regressive product.

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Image Source: Instagram

"Whoever created this advertisement is a master troll/genius. While selling a regressive product, they are simultaneously appeasing and offending people across the political spectrum "a Twitter user said.

Along with the cultural discussion over the advertisement, some users have expressed their dissatisfaction with how the brand centered on society's obsession with fair skin. Few even lambasted the brand for promoting fair skin in their commercial.

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